Time to scale with data-driven decisions
Christie Mims, CEO and Founder of Coach Pony, was on the cusp of scaling up her coaching program. She wanted to make the program accessible to coaches year-round, by moving away from her launch-based business model toward a more predictable evergreen model.
“Launches were stressful and conversions were sometimes difficult to predict, which made longer term planning hard,” she says.“More importantly, I wanted the program to be available to business owners whenever they were ready for help, not just when I happened to do a launch.”
Two goals drove Christie's desire to turn her launch-only sales funnel into something evergreen:
- She wanted a simplified business model that was less reliant on stressful big launches.
- She didn't want any coaches left out in the cold. Her old model only helped them a few times each year.
But to make her evergreen model a success, Christie had to face off with her nemesis: cold, hard numbers.
“I have consistently had a blind spot in my business: I’m not always in love with data. Don’t get me wrong, I love topline data, like tracking sales and growth, but when it comes to deeper layers of the prospective customer’s ongoing journey, I was notoriously bad at digging under the hood,” she says.
Christie’s new business model needed a better ads strategy that was both profitable and sustainable, and would work at scale. To do this she needed to measure and optimize her marketing investment.
“My cost per conversion wasn’t great. While I was doing well on my organic marketing efforts, I was losing money on ads when we ran tests. At this point I had worked with three different ads specialists and hadn’t had great results, so I was feeling very discouraged and frustrated,” she explains.
“I was ready to scale Coach Pony and prepared to up my ad spend if we could find a winning ads strategy, but I couldn’t do that without the proper data that I could understand and use,” she adds.
Before she could continue to scale, Christie needed help with data. That’s when she met Rita from Rita Barry & Co.
“Rita changed the game with her emphasis on metrics and the sales funnel as a starting point for ads strategy. Metrics are always important, but when it comes to ad spend, not knowing your metrics and conversions is just setting money on fire,” Christie says.